Curious

Curious Britney Spears™

Release: September 14, 2004;

Brand: Elizabeth Arden Inc.;

Notes: Louisiana Magnolia, Golden Anjou Pear, Lotus Flower, Tuberose, Star Jasmine, Pink Cyclamen, Vanilla Infused Musk, Sandalwood, Blonde Woods;

Family: Floral;

Style: Bold, Adventurous, Fun;

Scent Creator: Claude Dir, Ann Gottlieb;

Tagline: "Do you dare?"

Description: "Curious" by Britney Spears tempts the senses with fragrant blooms of Louisiana magnolia touched with golden Anjou pear and dewy lotus flower. The anticipation builds with a fresh bouquet of white flowers. Pink cyclamen brings an unexpected twist to the rich floral heart, while bottom notes of vanilla-infused musk enveloped in rich, creamy sandalwood and radiant blonde woods weave an addictive aura into the fragrance.

Products:
- Eau de Parfum Spray 100ml, 50 ml, 30 ml (3.3 oz, 1.7 oz, 1.0 oz).;
- Eau de Parfum Spray Automizer 100ml, 50 ml, 30 ml (3.3 oz, 1.7 oz, 1.0 oz).;
- Deliciously Whipped! Body Souffle;
- Lather Me Up! Shower Gel;
- White On! Perfumed Shimmer Stick;
- You're So Smooth! Body Polish;
- Two Tempting! Fragrance Roller Ball and Lip Gloss Duo;
- Totally Ticklish! Body Shimmer;

Logo:

Pop princess has signed a deal with Elizabeth Arden to develop Britney Spears branded fragrance, color cosmetics and skin care. The first item released under the Spears Curious Britney Spears Products nameplate was a fragrance. Arden chief executive Scott Beattie, executive vice president of global marketing Ron Rolleston and vice president of global marketing for fragrance Tamara Steele, among others, were on hand to present the strategy for the fragrance, which industry sources estimated could do $40 million to $50 million at retail in the U.S. alone in its first year on counter.
The scent rolled out in Arden's U.S. prestige department store lineup - about 2,000 doors - as well as Australia, a huge Spears market. Arden also distributed the scent to some prestige department stores that do not currently carry Elizabeth Arden-branded products.
The team had a number of initiatives in place for "Curious Britney Spears" to help drive new consumers into department stores - including one where women representing the fragrance sampling the scent to consumers strolling in the mall. Awareness campaigns through cell phone text messages and the Internet with a bounce-back via area and zip code to the appropriate retailer in the consumer's area. Pricing is at the moderate end of the prestige spectrum, aimed at giving access to as many Spears fans as possible.
The "Curious Britney Spears" bottle is of azure blue multifaceted glass topped with pink heart-shaped charms. The larger of the eau de parfum bottle is topped by an antique-looking blue atomizer, which Spears felt gave the packaging a little added sophistication. Not only does the perfume embody Britney's own style and personality, but the bottle and secondary packaging were designed to reflect the pop star's youthful spirit yet touch of sophistication.
The external packaging consists of pink and blue folding carton that when uncovered by an exterior shell, opens up like a flower. Holding together both the pink, multi-folded base and the atomizer is a black paperboard cover, supplied by decorative packaging FiberMark, which is decorated with cut outs of youthful flower and butterfly shapes to reveal the sharp contrast with the shockingly pink and blue box.
In harmony with the broad age group the beauty line targets, the adolescent pink and blue colors of the box are tamed by the sophisticated black cover. The carton designer at Elizabeth Arden did a great job of bringing everything together. The packaging is the first thing people see, and the reason that Elizabeth Arden chose… the really deep, rich black… is that she's sophisticated. The interior package is decorated with blue and pink, but when you put the black paper over it, now it's got elegance with a subtext that’s teenage, and that's what she’s all about. The 18-point folding carton stock, not typically marketed to the cosmetic industry, is finished with a matte film laminated to the board to make the gloss even. The smoothness of the paper allows the film to adhere to the board without blemishes, thus facilitating print and die-cutting.
Britney Spears Curious The bottle supplier won over Elizabeth Arden on both history and design. Its reputation for making fine cosmetic glass bottles has become very well known with its manufacturing of difficult to produce glass bottles like the Vera Wang Women’s Fragrance bottles. Flaunting a 1920s retro look, the 1.7 oz and 3.3 oz glass atomizers, designed and manufactured by Heinz Glas, hold the fragrance and come complete with an attachable spray. The bottle is made in Britney's two favourite colours, pink and azure blue. The heart-shaped charms jangling around its neck "bring luck in love". Britney says she found the glass container that inspired the bottle "while browsing in London's antique shops".
The juice, by Claude Dir of Quest International, a top fragrance company, and Ann Gottlieb of Ann Gottlieb Associates, has topnotes of Louisiana magnolia, a nod to Britney's home state, along with golden Anjou pear and dewy lotus flower. The heart is of tuberose, star jasmine and pink cyclamen, while the drydown is of vanilla musk, creamy sandalwood and radiant blond woods. The scent was developed and rolled just three months after the contract was inked.
"I love perfume and cosmetics," said Spears at the announcement of the new brand, "and am so excited to develop my own line with Elizabeth Arden."
An important element of Elizabeth Arden's strategy for the "Curious Britney Spears" scent was to advertise through media heavily viewed by young women, such as music video cable channels MTV and VH1, as well as mobile phone text messaging and Internet ads. The targeted advertising is an important key to "Curious Britney Spears" success because fragrances are marketing driven. That's partly why the fragrances are so expensive - because it's all of the marketing that you're partly paying for. The "Curious Britney Spears" marked the largest launch in Elizabeth Arden history.

The "Curious Britney Spears" was the #1 beauty product sold on Amazon.com, which was linked through Sephora, for the month of November 2004. It was the top-selling fragrance in U.S. department stores. Of course Britney's name is incredibly powerful, but the fragrance also had a fantastic presentation-great packaging, a great juice, great modeling and the TV advertising was breakthrough.
"Curious Britney Spears" fragrance was also introduced to select international markets - Canada and Australia, and has enjoyed similar success. Combined with innovative marketing techniques and groundbreaking programs, it was the number one selling fragrance in both markets in every store in which it was launched. In Australia, after only five weeks of sales, "Curious Britney Spears" became the most successful fragrance launch ever at Australia's largest department store, "Myer."
Using non-traditional advertising methods to reach their target audience, Elizabeth Arden reached their young consumers on the Internet by banner advertising on teen websites and via an innovative voice-messaging campaign utilizing Britney Spears' voice.
"Curious Britney Spears" became the #1 launch worldwide in 2005, and the only new launch to make the TOP-20 list globally. In the US, Curious achieved a top 5 fragrance ranking among fragrances launched in the past decade.

Success

"Curious Britney Spears" Special Editions

Curious Britney Spears Products

Official Curious Wallpapers